How the Portland Trail Blazers use personalization and Acxiom data to target customers
Low conversion rates in marketing campaigns present a huge potential for improved efficiency. This session highlights the analytics techniques used by the Portland Trail Blazers and Microsoft’s ADS team to better identify customers for targeted marketing campaigns and led to a significant increase in their overall conversion rate and revenue generated per lead. We present our approach, learnings, and results for two use cases focused on predicting the customers most likely to purchase game tickets. When testing our first use case, we observed an increased conversion rate from 4% to just under 25%. In the second, we incorporated consumer demographic information provided by Acxiom and saw model performance increase by more than 56%.